Thames Cable Car: Emirates gets its name on the map

Here's a TV piece I've done on Mayor Boris Johnson's sponsorship deal of the Thames Cable Car, which is to be known as the Emirates Air-Line when it opens in summer 2012.

Emirates is paying £36m over 10 years to sponsor the cable car, and the deal will include getting the airline's name on the Tube map.

Incidentally, the company paid £100m for their shirt sponsorship deal at Arsenal.

What this does mean is that Londoners may still have to pick up part of the £60m tab for the project, even with £8m coming from the European Union.

The mayor batted the criticism away and said this was a good deal all round.

The experts at London Reconnections have also pointed out, however, that this could be one of the most expensive cable cars ever built.

Let me know what you think.

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